Speaking to TTG at Visit Florida’s annual Florida Huddle trade show in Orlando this week, Bryan Griffin, president and chief executive of the tourist board, denied any skepticism among UK travellers.
“I don’t think we have uncertainty,” he said, urging agents to “keep calm and carry on” because the state is a “consistent travel destination for everybody”.
“We’re the same Florida that’s always been here; everybody is welcome to visit Florida and that hasn’t changed,” he added.
Recognising the rising cost of travel and the threat this poses to visitors’ perceptions of value as the destination’s biggest challenge this year, Griffin was keen to encourage visitors to explore “smaller, more rural” locations within the state where “their pounds will stretch further”.
He also expects the Fifa World Cup, which will see Miami host matches, and the United States celebrating its 250th anniversary this July to give the destination a boost.
The UK is Florida’s second largest source market behind Brazil, with peaks in visitation continuing to align with the UK's Easter, summer and half-term school holidays.
A consumer travel intent survey, completed in September 2025, showed Florida is Brits' number two choice behind New York, with Orlando, Kissimmee, Miami and Palm Beach being the most desired destinations.
While initial indications of how visitation is performing in 2026 are yet to be determined, Griffin explained flight trends are “up”.
“We usually can see flight trends and airlift about three months out, and those are positive,” he said.
Explore the TTG Visit Florida Selling Guide for more information and selling tips.
